Collaborating with Customers to Innovate: Conceiving and Marketing Products in the Networking AgeThe book enriches an important debate in management and in academia on the new product development process. It encompasses marketing approaches and is sharply focused on the opportunities that digital technologies have created for involving customers in collaborative innovation, and actionable recommendations for putting collaborative innovation to work. |
Contents
1 An increasing need for innovation | 1 |
2 The promise of collaborative innovation | 13 |
3 Tools for collaborative innovation | 29 |
4 Managing an integrated portfolio of tools for collaborative innovation | 46 |
5 From collaborative to distributed innovation | 65 |
6 Virtual communities | 76 |
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Common terms and phrases
actors approach co-creation collaborative innovation communities of consumption communities of creation company’s competences comScore conjoint analysis consumers context contributions cost create customer involvement customer knowledge customer relationship management digital environments distributed innovation Ducati enhance example fans feedback firm’s firms need Harvard Business Hippel ideas identify important incentives industry inno InnoCentive innovation activities innovation process integrated intellectual property rights interaction Internet Internet-based kitesurfer Krogh leveraging licenses Management Review Mass customization network externalities NPD process open innovation Open-source mechanisms open-source software organization organizational participants peer-to-peer potential problems product concepts product design product development product innovation product launch product testing proprietary software prototype relationships role share social solutions specific stage tacit knowledge tion tomer toolkits traditional Università Bocconi users value creation virtual communities virtual environments VKBs von Hippel web-based tools